Study Of Factors Affecting Online Shopping Intentions

As the bottlenecks of online shopping, such as online payment, delivery and information security, have been overcome recently, online shopping has developed so fast and more and more people intend to shop online. It has become a very important research question to better understand online shopping behavior and to promote the development of online shopping. This paper integrated the previous models, TPB, TAM, TCA, and developed a expanded TPB model in order to better explain the online shopping intention and behavior. This research surveyed 225 participants including 115 college students and 1,10 employees and investigated the factors affecting the intention to online shopping. The results by ANOVA indicated that sex and work or not has interaction effects on online shopping intention, online shopping transaction cost, openness and trust propensity, but the interaction effects and main effects are not significant on other online shopping variables.The online shopping ETPB model fit the data very well by using the LISREL structural modeling and the model indicated that openness and trust propensity has different influence on online shopping intention. Openness indirectly influence the online shopping intention through online shopping self-efficacy positively while trust propensity does through online shopping transaction cost and subjective norm respectively. Online shopping risk were not influenced significantly by other variables and has significant negative effect on online shopping intention, which may mean the online shopping risk is a relatively independent and objective variable.Further investigating if the difference of online shopping behavior between college students and employees exist, this research apply the ETPB model to college students and employees respectively and the results indicated that for college students openness has indirect positive effect on online shopping intention while trust propensity (through mediating variables) and online shopping risk have no significant effect on online shopping intention; for employees trust propensity (through subjective norm)and online shopping risk have significant effect on online shopping intention but the indirect effect of openness on online shopping intention is not significant.In the final section this paper discussed the results, limitations of this research and the possible future research directions.